Dimensions of Brand Personality

While a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel research has been conducted on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, a theoretical framework of the brand personality construct is developed by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication and Ruggedness). To measure the five brand personality dimensions, a reliable, valid and generalizeable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.